Social Media Engagement For Dummies

387 Pages·2013·52.88 MB·English

by  Sherman, Aliza

Social Media
Engagement
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Social Media Engagement For Dummies®
Published by
John Wiley & Sons, Inc.
111 River Street
Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2013 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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ISBN 978-1-118-53019-1 (pbk); ISBN 978-1-118-53023-8 (ebk); ISBN 978-1-118-53028-3 (ebk);
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About the Authors
Aliza Sherman is a pioneer and visionary in the web industry who travels
the world to speak to diverse audiences about the Internet, social media,
mobile marketing, new technologies and applications, entrepreneurship, and
women’s issues. She founded the first woman-owned, full-service Internet
company — Cybergrrl, Inc. — and the first global organization for women —
Webgrrls International. A serial entrepreneur, she also started one of the
first social media marketing agencies and one of the first mobile marketing
consultancies. Newsweek named Aliza one of the “Top 50 People Who Matter
Most on the Internet” for her early Internet work, and Fast Company named
her one of the “Most Powerful Women in Technology.” She is the author of
ten books, most of them about business and the Internet. She and Danielle
co-authored the book MOM, Incorporated.
Danielle Elliott Smith is a digital correspondent, host, storyteller, speaker,
media trainer, and (most importantly), mom to two sweet and sassy small
people — Delaney, 9, and Cooper, 7. In her “free time,” Danielle juggles work
as the founder of ExtraordinaryMommy.com and DanielleSmithMedia.com,
and she hosts and produces her lifestyle series, “Keeping Style in Your Life.”
She also creates original content for the well-known online magazines Babble
and SheKnows and shares vlogging and media tips for people wanting to jump
on camera. An award-winning former television news anchor and reporter,
she has covered everything from the red carpet at the Academy of Country
Music Awards to the Vancouver Olympics Games and the NFL Pro Bowl in
Hawaii. Danielle has been featured on the CBS Early Show, NPR, MSNBC,
CNN, and Fox News and in USA Today, Publishers Weekly, and Pregnancy &
Newborn. This is her second book; she had the pleasure of co-writing her first
one, Mom, Incorporated, with Aliza.
Dedication
From Aliza Sherman: To my loving family: Greg, my Renaissance man
husband, and Noa Grace, 6, who now knows why Mommy had her nose in a
computer — again.
From Danielle Elliott Smith: To my extraordinary husband, Jeff, for holding
my hand throughout this process. I couldn’t have done it without you. I’m
one lucky girl. And to my sweet small people — Punky and Coop — thank you
for inspiring me to live my passion and for proving to me that I truly can do
both: be your mom and live this dream. I’m grateful for you every day.
Authors’ Acknowledgments
We’d like to thank our families and good friends, who have been supportive
of us throughout the book-writing process.
Thank you to our team at John Wiley & Sons, Inc. — especially Nicole Sholly
and Amy Fandrei, who guided us beautifully through this process and held
our hands when we needed it. Many thanks also to Kathy Simpson, Rebecca
Whitney, Amanda Graham, Joe Waters, and everyone behind the scenes who
helped make this book a reality. A monumental thank you as well to Ellen
Gerstein, who saw potential in us from the beginning and believed that this
was our next book. Ellen, you and Amy were right.
We’d also like to thank our book agent, Jessica Faust, of BookEnds LLC.
Special thanks to the many folks from companies, big and small, who
shared their stories and thoughts on social media engagement with us so
generously, many of whom are now featured in this book. Your input was
invaluable and so appreciated.
We’d especially like to thank the members of our communities in our favorite
social networks — people who connect with us regularly and make our day.
We are grateful for your support.
And you, our readers — thank you for choosing this book to guide you on
your social media engagement journey. We hope that your journey into this
digital space is an exciting one.
From Aliza Sherman: I couldn’t have completed this book without my
co-author, Danielle, who jumped on this book-writing adventure with me
back in 2011 to co-create MOM, Incorporated. The book journey was a new
challenge for us both and one that I couldn’t have tackled without her by
my virtual side, to talk me off the ledge and to infuse the contents with her
incredible spirit. Cheers to you, my friend!
An extra-special thank you to my husband, Greg, my daughter Noa Grace, to
my parents, Lucy and Mike Sherman, and my sister Leah. All five share the
title of my Number One Fans and Supporters.
A big thanks to Chelsea, Angeles, Erica, Kelly, Annie, and Heather for keeping
me on track from day to day, especially when I was eyebrows-deep in the
manuscript for this book.
A heartfelt thanks to Terry Wheatley for her encouragement and sage advice.
I’m so lucky to count her as mentor and friend.
From Danielle Elliott Smith: As with our last book, my biggest chunk of
gratitude heads northwest, to snow-covered Alaska, where my co-author,
Aliza, would sit, “Skype-ing” with me, chatting by phone, hopping into a
Google+ hangout, and e-mailing document after document back and forth
as we labored over this book. For your willingness to work with me on yet
another book, and for more than that — your friendship — I am grateful.
I’m thankful for the many friends who built me up, and talked me down, as
I worked my way through this project — especially Alli and Barbara. To the
friends who have known me for decades and still keep coming back for more:
Rose, Karin, Erin, Heather, Taralyn, and Eileen — I adore you deep in my soul.
And to Ally, for your patience, hard work, sweet spirit, and ability to keep me
on track — I couldn’t do it without you.
And finally, to my family. Mum and Dad: A blanket thank-you for being
you — two people I love deeply. To Paula and Rick, for your never-ending
support, for your ability to make me laugh, and for giving me your son, I’m so
thankful. To Jeff, for believing in me when I didn’t, for sleeping on the floor
of my office so that I’d feel inspired to write, for refusing (against your better
judgment) to yell at me for writing all night, and for being the best daddy in
the universe: I love you, and I’m forever grateful. Delaney and Cooper, your
enthusiasm for everything I do is contagious. I want to be you when I grow
up. Every day, you make me better. Thank you for believing in your mommy.
You are one of the biggest reasons I now hold this book in my hands!
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com.
For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974,
outside the U.S. at 317-572-3993, or fax [phone].
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial Composition Services
Senior Project Editor: Nicole Sholly Project Coordinator: Sheree Montgomery
Acquisitions Editor: Amy Fandrei Layout and Graphics: Carrie A. Cesavice,
Jennifer Creasey, Christin Swinford
Copy Editors: Rebecca Whitney,
Amanda Graham Proofreaders: Lindsay Amones,
Shannon Ramsey
Technical Editor: Joe Waters
Indexer: Valerie Haynes Perry
Editorial Manager: Kevin Kirschner
Editorial Assistant: Anne Sullivan
Sr. Editorial Assistant: Cherie Case
Cover Photo: iStockphoto.com / © Peter Booth
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Kathleen Nebenhaus, Vice President and Executive Publisher
Composition Services
Debbie Stailey, Director of Composition Services
Contents at a Glance
Introduction ................................................................ 1
Part I: The Basics of Social Media Engagement .............. 7
Chapter 1: Explaining the Why, Who, and How of Social Media Engagement ...........9
Chapter 2: Assessing the Impact of Social Media Engagement ..................................25
Chapter 3: Discovering Social Media Engagement Tools ...........................................43
Part II: Exploring the Elements
of Social Media Engagement ....................................... 65
Chapter 4: Building Trust and Credibility ....................................................................67
Chapter 5: Demonstrating Your Online Presence to Maximize Engagement ...........85
Chapter 6: Creating Connections .................................................................................105
Chapter 7: Driving Interaction ......................................................................................121
Part III: Examining the Basic Engagement Tools ......... 137
Chapter 8: E-mail, Forums, Blogs, and Websites .......................................................139
Chapter 9: Facebook ......................................................................................................157
Chapter 10: Twitter........................................................................................................183
Part IV: Engaging Through Additional
Social Channels ....................................................... 209
Chapter 11: Pinterest .....................................................................................................211
Chapter 12: LinkedIn .....................................................................................................241
Chapter 13: Google+ ......................................................................................................263
Chapter 14: Location-Based Services ..........................................................................281
Part V: Leveraging Audio and Video for Engagement .....301
Chapter 15: Audio and Videocasting ...........................................................................303
Chapter 16: YouTube.....................................................................................................317
Part VI: The Part of Tens .......................................... 335
Chapter 17: Ten Social Media Engagement Mistakes to Avoid ................................337
Chapter 18: Ten Businesses That Excel at Social Media Engagement ....................343
Index ...................................................................... 353
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